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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Have you ever dreamed of working with the top Australian YouTubers? This is your chance to find out who they are.

YouTube is one of the most effective channels to focus your influencer marketing efforts on. Brands who partner with the right Australian YouTubers discover it can be a massive accelerator for their marketing activities. 

But there’s also a downside. It can be time-consuming to assess the most popular Australian YouTubers and determine whether they’re right for your business. Having a good strategy for influencer marketing is easier than you might realise. If you’re ready to get started with YouTube marketing, we have you covered.

Tip: If you are also looking to find influencers for your other channels, take a look at these lists: Top Australian (Instagram) Influencers, The Best Australian TikTokers, Top Indonesian YouTube Influencers, and the top Malaysian YouTubers.

Maximising your YouTube influencer marketing efforts in Australia

First, make sure to set up a YouTube channel if you haven’t already done so.

Australian YouTubers, female and male alike, will expect you to have a presence on the channel. If you’re struggling to get your Australian video channel off the ground, Meltwater’s ultimate guide to YouTube marketing is a good starting place to discover:

How to create a YouTube channel for your brand

Tips for filming and editing your brand videos

Simple ideas for creating YouTube video content

How to get started advertising on YouTube

YouTube SEO Tips: How to Optimize Your Videos for Search.

Once you understand the basics, you’ll want to optimise your channel to attract new YouTube subscribers. Lastly, knowing how to optimize your videos for search ensures your organic SEO is doing some of the heavy lifting for you.

Finding the right Australian YouTubers for your brand

It's always hard to find the right influencers to partner with your brand. You can read all the YouTube statistics, scroll through the video playlists of famous Australian YouTubers with a million subscribers or more, and still get confused about which YouTube star you should work with.

Are the most subscribed Australian YouTubers right for your brand?

Does popularity convert to marketing results?

Is the reach of a million subscribers (or more) greater than those YouTubers with thousands of subscribers?

Decisions become more difficult once you’re past general questions about video marketing on an Australian YouTube channel. Diving into the nuances of your audience and trying to match it to a specific video creator can leave marketers with reams of notes and no clear way to determine which channel is going to deliver the best results.

Consider these questions to see how complicated it can be to select the perfect Australian YouTubers

If you’re a health and beauty company, can Australian fitness YouTubers drive the engagement you need?

Do Australian beauty YouTubers need makeup tutorials to garner real influence?

Can a TikTok influencer with a big fan-base cross over to become a YouTube star? 

Can a Melbourne-based Fortnite vlogger like Loserfruit drive influencer ROI for your Adelaide brand?

Can Australian gaming YouTubers introduce new audiences with mentions of your products in their vlogs? 

Is a nine-year-old YouTube influencer going to be a good partner, no matter how many million subscribers they have?

Will a down-to-earth, straight-talking Ozzy Man Review video from Ethan Marrell offend your current audience or drive new interest to your business? Is his true reach worth taking the risk? 

You get the idea. This is why savvy marketers use a social media influencer platform like Meltwater for data-driven insight. Without it, you’re using hunches to select Australian YouTubers for your brand partners.

Who are the 20 Biggest Australian YouTubers?

The right data can make all the difference in your search for the ideal influencer. We’ve used Klear, a Meltwater offering, to help identify the Australian YouTubers with the most subscribers. Check out this list of Australian content creators who use their video channel to wield influence.

#2 LazarBeam - Lannan Neville Eacott (@LazarBeam)

#7 Primitive Technology (@primitivetechnology9550)

#18 How To Cook That - Ann Reardon (@HowToCookThat)

15 Min Low Impact Full Body Workout | Morning Routine

47% of his audience is from the United States

21% of his audience is from the United Kingdom

I Tried The Worst Mobile Games

55% of his audience is from the United States

Exclusive Interview Sonic 2 by Calvin CKN

The 20 Biggest Australian YouTubers

There’s no doubt TikTok is on fire right now. Brands who align themselves with TikTok influencers can drive interest to their business and tap into an audience they may not have access to otherwise. If you're ready to branch out from Instagram, TikTok has a lot to offer marketers.

You don’t have to understand how TikTok became so successful as a social media platform. You don’t even have to produce your own TikTok videos to leverage the success of a TikTok influencer for your brand. Instead, partner with top TikTok creators and leverage their audiences to drive interest in your brand.

Essential TikTok statistics assists in building a business case for using TikTok as part of your overall strategy. It can supplement your Instagram influencer activities or stand alone as a new way to go to market.

A single endorsement from an Australian TikTok star can be all you need to supercharge your marketing efforts. But, knowing who would be a good fit for your brand isn’t always easy to figure out. Evaluating the best Australian TikTokers can show what results can be achieved when you collaborate with the right talent.

Not every business is going to benefit from working with Hannah Balanay or Rory Eliza. The Rybka Twins could be a perfect match for what you’re trying to achieve, or they could be a complete mismatch. Being able to analyse performance beyond the most popular Australian TikTok influencers is a critical step.

So how do you decide which TikTok accounts are going to be best for your brand? This list has tips to help you get started.

Look beyond the most-followed TikTokers in Australia. It’s important to align your brand with TikTok accounts that have skills to complement your company offering.

Look for TikTokers who have high levels of engagement for their videos. You’ll want to make sure they have true reach for their posts.

Keep in mind an Instagram influencer might not be as effective on TikTok. Even a YouTuber or vlogger can struggle. Being popular on one social media channel doesn’t automatically make you an influencer on another.

Take time to review the content of TikTok influencers before deciding who to work with. Videos that appeal to a Gen Z audience might not be interesting to Gen X or Baby Boomers.

Make sure the video content for each TikTok influencer is safe for work, to avoid embarrassment.  

Determine what kind of videos your audience wants to see from TikTok influencers. Australia has a lot of great talent producing comedy, fashion, how-tos, business advice, and recipes. The choices are limitless.

Many Aussie TikTokers have influence in other markets. This can be especially useful if you’re doing business outside of Australia – or want to expand internationally.

Our advice is to find out who is successfully driving influencer marketing ROI on TikTok through brand partnerships. Before you pay a TikTok influencer for a sponsored post, you’ll want to know who is attracting the most notice with content and, potentially, driving the most business for their sponsors.

Tip: Learn how to find the right influencers to partner with your brand, check out the best Australian YouTubers, and take a look at the top Australian (Instagram) influencers.

This is our list of 20 Australian content creators on TikTok with the most influence:

Sarah Magusara ~ Best of TikTok Dance Compilation (2021)

Handyman Racing!

How to trim dog paws 👩‍🚀🐾 

Spiderman, spiderman... #vr #comedy #gaming #spiderman #funnygaming #lol

I ENDED HER EXISTENCE 🤣 #foryou #foryoupage #prank #comedу #viral #public 

Funniest comment wins 😃 #parkour #brisbane #competition #training #athlete #tiktok #explore #foryoupage #escape #foru #4u #viral #risky #spiderman #tiktokau #aussie #missionimpossible 

What happened when a wave breaks on the sand.. 😮💦  #gopro #australia #satisfying #theoceaninslowmotion

A tip to be successful!💩🤣

The 20 Best Australian TikTokers

Tired of spending time crafting PR stories that don't get the media attention and publicity they deserve?

Fed up with creating lists of UK media contacts for them to quickly become out of date?

We understand, don't worry we've listed the top UK media database providers to help you decide which tool to add to your techstack.

Let's take a look at these top media database providers in the UK﻿:

Tip: Learn more about the UK media landscape before you start using a UK media database.

Meltwater's curated global media database, provides media relations teams with the critical information required to build relationships with relevant journalists and media influencers in the UK and land their next big public story on a local level.

Tip: These are the Best Press Release Distribution Services in the UK and the top UK influencers.

Meltwater media database platform features

Scan a global database of media contacts to find the influential people you need to help spread your story

Advanced search capabilities let you look for contacts who have recently published works on keywords or topics of interest

Classic identification by publication, name, and location is also available

Leverage mini-profiles to help verify your UK media contacts before diving into their full persona

Uncover what they’re saying on social media or in the press with attached social listening capabilities

Create bespoke media lists for like-minded contacts and industry experts - think about your bespoke reporting at the same time

Surface insights on your influencers’ performance and success of your releases

Easily identify which groups or collection of influencers are bringing the most value to your business with list management analysis

Monitor key metrics; open rates, click-through rates, bounces and unsubscribe rate.

However, Meltwater isn't just another media contacts tool operating in the UK. As well as helping you distribute media, the all-in-one Media Database and Relationship Management Platform also lets you add your media lists and outreach progress to a ‘project’ so you can coordinate your team and track their success.

For example, the Meltwater PR Reporting Tool helps you maintain a log of all of your team’s media list interactions within a CRM-style relationship management feature. The CRM-style relationship management functionality also provides you with deep insights into a journalist’s published coverage and online footprint.

This way, you can report on the earned media generated by your outreach efforts and measure progress against your own goals and objectives.

Are you interested in learning more about what our UK media database can do for you? Simply fill out the form at the bottom of this post to contact us.

Roxhill delivers a fresh approach and a new platform, with a focus on delivering quality global media data, smart analysis, and excellent service. Self-proclaimed to be the next-generation media database, Roxhill is a UK-based media intelligence tool launched by Gorkana’s founder, Alex Northcott.

Key features of Roxhill's media database UK

Search 190,000 journalist profiles by topic, sector, keyword and company in seconds

Get customised, real-time journalist alerts and stay informed of journalist moves, requests, forward features and social media posts.

As a well-established player in the industry, Vuelio, has a powerful UK media database listing more than 1 million global contacts, outlets and opportunities from nearly 200 countries.

Whatever your brief, reach or intended approach, their solution and team help in getting the right information to the right contacts, at exactly the right time.

You can tailor your communications by discovering who writes about which topic, how they prefer to be contacted, publications they’re associated with, who the top influencers are no matter how niche the subject – plus all the essentials you need to drive your media relations.

Partnerships with Kred and Moz, give insights into journalists' social influence

Provides a centralised software solution to log, share and report stakeholder engagement activities

Create online newsrooms for all of your press content

Quickly find and build lists of the most relevant journalists, editors, freelancers, bloggers, broadcasters, analysts and more

Updated daily to ensure you have the most current and complete information.

As one of the big players in the industry Gorkana, recently acquired by Cision, labels themselves as "the UK's most complete database of traditional journalists and outlets, combined with social influencers."

Access to 850K+ pitchable contacts, outlets, and opportunities

1 billion social influencer profiles in the platform

Researched and verified contacts by their in-house media research team

Cision breakdowns their media database tool into three categories

Media Influencers - contacts worldwide built from trusted and long standing relationship with the journalist community, priding themselves on quality and depth of data

PR Opportunities - ability to search thousands of media calendar listings and accessing lead times for features and news opportunities

Full-Service Distribution - multichannel distribution coordinates your message across mainstream media and social.

One of the largest providers of media monitoring globally. Kantar is a leading data, insights and consulting company.

Providing clients with the following services in a UK media database platform, key features:

85,000+ media contacts in the UK + Ireland / 800,000+ international contacts 

Per month: 90,000+ records checked manually, 5,000 records added globally, 100,000+ entries updated using AI validation

Preference of contact/wider interests included

Record, track and share your journalist interactions

Integrated with other services within Kantar Platform

Media Database Providers in the UK - Summary

If you want a tool that seamlessly integrates into your communications team you need more than just a UK media database.

You need a platform that can act as your eyes and ears when it comes to journalists and media contacts in the UK. By using a global provider you can access thousands of contacts whether you're pitching regionally, nationally or globally. 

Fill out the form below to contact one of our media intelligence team today to access thousands of media contacts UK.

UK Media Database Comparison: Get the Best Contacts

In 2022 we, along with many others, predicted that live shopping would be a major marketing trend. While livestream shopping didn’t take off the way a lot of people thought it would, it’s not something to discount as a marketing channel just yet — not by a long shot. In fact, it’s just getting started.

In 2022, Statista reported that live commerce sales reached an estimated 17 billion. That may sound modest, but remember, 2022 was basically the starter year for live shopping reaching a wider audience. Statista predicts that by the year 2026, sales will skyrocket to 55 billion. A 223% increase!

But what exactly is live shopping and why should brands care? We’ll cover everything you need to know in today’s blog!

What Social Media Platforms Offer Live Streaming Shopping?

Live shopping, or social live shopping, is a form of social commerce where creators or companies host livestreams on social media to promote products. Viewers of these livestreams can purchase in real time, while having their questions answered and seeing the product in use before making that final credit card entry. It’s essentially a new, and far less hokey, form of QVC and other at-home shopping programs.

Although it hasn’t been as explosive an adoption from consumers as marketers may have expected, there are plenty of reasons to jump on the livestream shopping bandwagon. 

Here are some key reasons that marketers should consider it:

How livestream shopping could become the future of retail | GMA

Live streaming is immersive and immediate — you can provide your audience with a 360 degree kind of experience. Demonstrating products, providing behind-the-scenes glimpses of a workspace or how things come together, inspiring interest in consumers. They can, in turn, ask questions or leave comments, generating conversation around the products.

And the cherry on top of this brand equity you’re building is that it’s not the bottom line. Instead of having to depend on viewers to jot down what they like for purchasing later, you can tap into their immediate enthusiasm and encourage purchases in the moment.

It may seem like a negative, but you can use the fact that live shopping hasn’t taken off to establish a cohort of super fans.

You might even get to know the screen-names of people who show up regularly in your lives. When you recognize them you can give them a special shoutout. This recognition may in turn encourage others to tune in more often — and share how much they love your brand with their friends and family.

A live shopping event can help you attract new customers, who might not be familiar with your brand if you typically only sell through a website, or in-store. This is especially key for more established businesses who are perhaps trying to break into younger markets.

Shopping live on social media could be the future of e-commerce and should therefore be a part of your social media marketing efforts. Almost every major social media platform offers some form of live shopping, and we’re sure to see them continue to hone these features in the coming months, let alone years.

Live shopping has been available on Instagram since 2022.

How to Sell More With Instagram Live: A Step-by-Step Guide

Influencers and brands can host a livestream on Instagram Live that includes direct purchase links. These live shopping streams are often used to demonstrate products or make announcements such as ticket pre-sale. To encourage Instagram live shopping, promoters may offer a discount code or early access — rewarding those who tune in.

Multiple hosts can run a live shopping stream on Instagram, making this an ideal avenue for influencer partnerships.

The Meltwater Blog

The 20 Biggest Australian YouTubers

The 20 Best Australian TikTokers

UK Media Database Comparison: Get the Best Contacts

Beginners Guide to Live Shopping for Marketers

How to Get Verified on Instagram

Twitter Marketing Guide: Creating a Twitter Marketing Strategy

Black Friday by the Numbers

How to Quickly Spot Fake Influencers

What Was the Biggest Food Trend of 2022? It Depends on How You Look at It.

6 Essential Roles of the Modern Marketing Team

Ultimate Guide to Livestreams for Brands

Current Instagram Trends to Watch